Identifying consumer heterogeneity in unobserved categories

Keyphrases

• Category Structure 100%
• Consumer Heterogeneity 100%
• Proposed Methodology 50%
• Marketing Literature 50%
• Consumer Use 50%
• Group Level 50%
• Latent Structure 50%
• Group Account 50%
• Methodological Research 50%
• Sport Fans 50%
• Sports Illustrated 50%
• Sports Marketing 50%
• Latent Category 50%
• Capture Heterogeneity 50%

Social Sciences

• Sports Marketing 100%
• Methodological Research 100%